Old Spice arguably has the biggest right now, but Kmart‘s are growing faster than your pubescent little brother’s and Dodge threw their testes into the ring when they partnered with Ron Burgundy for the new Durango. Everyone in advertising talks about “disruption” and “breakthrough ideas,” but few campaigns are unexpected enough to blindside you at 4 pm on some idle Tuesday. (If you get that reference, you have taste.)

Ever heard of Tipp-Ex? Me neither. It’s Germany’s version of White-Out, and its balls are bigger than Ivan Drago‘s. And Tipp-Ex produced what is, hands down, my favorite advertising execution from the past the decade. Allow me to introduce… the Tippexperience.

The Easter Bunny couldn’t find all the Easter eggs hidden in this rich media unit/YouTube experiment. The video starts with a compassionate hunter sparing the life of a grizzly bear. He breaks the fourth wall and the constraints of the YouTube frame as he grabs a Tipp-Ex Pocket Mouse from the ad unit nearby. He erases the verb in the title of the video, “A hunter shoots a bear,” and asks the viewer to “white and rewrite” the story. It’s like a choose your adventure story, but in video form, and it’s awesome. The following words yield my favorite results: